Business Wars The North Face vs Patagonia - Patagucci | 3
Apr 1, 2020
In the late 1970s, Patagonia scrambles to boost sales while focusing on innovative fabric solutions, ultimately creating a fashion-forward staple. Meanwhile, The North Face grapples with Asian imports and stagnant sales in the backpacking sector. Tensions rise between the two brands as their rivalry intensifies, sparking innovative marketing strategies and product developments. Patagonia's journey highlights their pursuit of sustainability, questioning the philosophy of endless growth in favor of responsible business practices, all while navigating a complex and competitive landscape.
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Patagonia's Unlikely Fabric
- Melinda Chouinard searched for pile fleece, a water-resistant and insulating fabric, for Patagonia's new sweaters.
- A salesman revealed the fabric was typically used for toilet seat covers.
Pile Fleece Success
- Patagonia's pile fleece sweaters, despite unusual colors, became a hit at the 1977 sporting goods convention.
- This success saved the company from financial trouble and boosted sales.
North Face Enters Skiwear
- North Face employees pitched Hap Klopp to enter the skiwear market.
- They argued focusing solely on functionality was limiting, like the railroads focusing only on trains.
